All eyes were on Atlanta this past Monday night, as Ohio State defeated Notre Dame in the CFP National Championship Game at Mercedes-Benz Stadium. Let’s take a quick look at the sponsorship scene in this bustling Southern metropolis.  

Hometown hero Coca-Cola tops the list of active brands in Atlanta over the last year with 32 sponsorships, partnering with properties including the Atlanta Falcons, Georgia State Panthers, and Georgia Bulldogs. Georgia Power follows with 14 deals that span all of the city’s major pro sports teams. In third place with 13 partnerships is iFolio, which focused most of its sponsorship efforts on NIL deals with athletes like Reese Hunter and Kara Dunn.

The Atlanta Braves take the title of most active property with more than 160 sponsorships, including brands like Casamigos Tequila and Delta Air Lines. The Atlanta Falcons and Georgia Bulldogs trail with 105 and 86 partnerships, respectively. 

Atlanta’s sponsorship ecosystem generated a notable 18M in total engagement. Actress Antonia Gentry led the way among most-followed endorsers with 8.2M followers, closely followed by NBA star Trae Young with 7.7M and comedian Deshae Frost with 7.4M. Gentry’s co-branded Instagram post with UGG also took top honors as the past year’s most engaging post, racking up more than 400K interactions. The partnership between GMC and local basketball league Overtime Elite scored the city’s most impactful social media campaign, tallying 1.4M total engagements across 54 posts.

TwitchCon 2024—a semi-annual convention for the live streaming video platform—kicks off September 20 at the San Diego Convention Center, bringing streamers and fans together for three days of gaming, cosplay, community meetups, and live shows. As some of streaming’s highest-profile personalities flock to “America’s Finest City,” let’s take a quick look at the San Diego sponsorship market. 

Sycuan Casino leads the list of San Diego’s most active brands with nine sponsorships, including partnerships with the San Diego Padres and the San Diego State Aztecs. Healthcare company Kaiser Permanente and Rady Children’s Hospital follow with seven deals each, both partnering with prominent events like the DirecTV Holiday Bowl and San Diego Pride.

The San Diego Padres take the #1 spot for rights holders with an impressive 135 sponsorships, including major deals with Budweiser and McDonald's. San Diego Pride follows with 113 partnerships, Chase and Coca-Cola among them. The San Diego State Aztecs round out the top three with 64 deals, supported by sponsors like Nike and Pepsi.

Freestyle motocross legend Vicki Golden leads social campaigns in the market by highest branded engagement over the last 12 months. She amassed 3.4M interactions across 58 social posts with sponsors like Monster Energy, 805, and Dunlop. San Diego’s most engaging post belongs to Padres star Fernando Tatis Jr., whose partnership with pro athlete platform Xample generated 178K likes, shares, and comments on Instagram.

Sponsorship in major markets has evolved rapidly, reflecting broader industry trends and shifting consumer dynamics. Examining key markets is crucial for brands to maximize the impact of their sponsorship dollars, as major cities offer unparalleled visibility and engagement opportunities due to large, diverse populations and vibrant sports cultures. Understanding the nuances of each market allows brands to tailor their partnership strategies, whether they are involved in the key markets featured in this report— New York City, Los Angeles, Chicago, Austin, Las Vegas, Charlotte, Toronto, London, and Madrid—or want to better leverage the unique assets and fan bases of their own markets.

In our first ever State of the Market report, we explore the intricacies of sponsorship across nine major cities, revealing how leading brands like Ticketmaster, Toyota, Bud Light, and Verizon dominate the scene with substantial investments and strategic partnerships. From the high average deal sizes in Los Angeles to the community-focused sponsorships in Austin, the report highlights the varied approaches and emerging trends that define the sponsorship landscape. The analysis also covers the rise of women's sports sponsorships in London and the unique strategies of local brands in some markets, offering a comprehensive view of current and future opportunities for brands.

With an average deal size of $935K across major pro sports organizations in the seven North American markets, we’re excited to present our State of the Market report. This comprehensive analysis provides brands with the insights needed to navigate and capitalize on the diverse and dynamic sponsorship landscapes of key markets, ensuring they are able to enhance their own market presence and connect with audiences in innovative ways. Authored by SponsorUnited’s Marketing, Research, and Analytics teams, the report encompasses more than 3,200 brands and 220 unique assets from January 1, 2023 to June 5, 2024.

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The Boston Celtics won their record-setting 18th NBA Championship on Monday night, adding another illustrious distinction to the team’s storied lore.

This watershed victory spotlights both the team’s on-court prowess and the city’s robust sports sponsorship landscape: total branded engagement in the Boston market stands at 47.2M and counting, with the Celtics accounting for 64% of that staggering figure.

Local coffee icon Dunkin' dominates the Beantown market with 18 sponsorships,  including partnerships with the city’s 5 major pro sports teams. Bud Light trails with 11 deals, followed closely by Pepsi with 10 partnerships.

The Boston Red Sox take the title of the city’s most sponsored property with a whopping 141 wide-ranging partners, including heavy hitters like Coca-Cola, Dunkin', and Mastercard. The Boston Bruins are second with 117 sponsorship deals––blue-chip brands such as adidas, Bud Light, and GEICO among them. Surprisingly, the minor-league Worcester Railers––the ECHL affiliate of the New York Islanders––surpass the Celtics, New England Patriots, and New England Revolution in total sponsorships for third place, with 106 deals. 

On the social media front, the Boston Celtics lead with a formidable 23M total followers, followed by the New England Patriots with 17.7M, and the Boston Red Sox with 13.3M. The Celtics also scored the most successful social campaign over the last year with 

TD Bank––garnering 10.4M engagements across 238 posts––as well as the market’s top social post over the same period on June 6th, when the team defeated the Mavericks in game 1 of the NBA Finals.

As both the Dallas Stars and the Dallas Mavericks lead their respective Conference Finals, the Dallas-Fort Worth market—the fifth-largest in the US—is abuzz with excitement, as fans hope to soon hoist 2 banners inside American Airlines Arena. Let’s take a closer look at the sponsorship landscape in this bustling corner of the Lone Star State. 

The Dallas Cowboys top the properties list with an astonishing 150+ sponsorships, among them are blue-chip brands like Ford, Nike, and Gatorade. Just behind America’s team is the Allen Americans of the ECHL—an affiliate of the Ottawah Senators—with just over 145 sponsorships including a deal with the Credit Union of Texas, a local credit union. Following in 3rd place are the Dallas Stars with over 120 partnerships—including adidas, Bud Light, and Lexus—while the Dallas Mavericks take the 7th spot with 95+ deals.

On the social media front, the Cowboys also lead in branded engagement, boasting more than 17M interactions in the last year, with north of 20M followers. The Mavericks aren’t far behind with over 14M engagements and 13M followers, and also scored the most engaging post in partnership with Chime over the same period, garnering nearly 250K interactions on Instagram. In third are the Dallas Stars with 2.9M engagements and 2.5M followers.

Coca-Cola and Choctaw Casinos & Resorts are the most active brands in the Dallas market with 13 sponsorships each, including high-profile link-ups with the Dallas Mavericks, Dallas Stars, and Texas Rangers. Raising Cane’s and Toyota tie for 2nd place with 12 deals apiece, partnering with Dallas Cowboys standouts Jake Ferguson and Eric Kendricks, respectively. Baylor Scott & White Health follows in 3rd with 11 endorsement deals, joining forces with the Cowboys and the Dallas Marathon, among others.

As Formula 1 fans worldwide gear up for this weekend’s 3rd edition of the F1 Miami Grand Prix at the Miami International Autodrome, sponsors are revving their engines in the run-up to hotly anticipated race. Let’s take a closer look at the Miami-Fort Lauderdale market and which brands within have partnered with the F1 Miami Grand Prix in the past.

More than 50 brands partnered with last year’s F1 Miami Grand Prix, 20% of which are regional––including AutoNation, Jackson Health System, Enhance Health, Organika Vodka, and City Furniture. The race’s diverse and rapidly expanding global audience––1.96M viewers last year, making it the second-most watched F1 race in US history––and ever-increasing cachet offer these Florida-based companies an arguably unparalleled platform, elevating them to the world stage while fueling local support and recognition in the process. 

The Miami media market, which ranks among the top 20 in the US with a population of just under 5M, is a sought-after target for savvy brands from across the world. Baptist Health South Florida leads Miami’s list of active brands with 17 sponsorships, leveraging its home turf to optimal effect through partnerships with properties like the Miami Open, Capital One Orange Bowl, and Homestead Miami Speedway. Adidas follows with 15 sponsorship deals, including link-ups with Inter Miami CF, the Florida Panthers, and the Miami Hurricanes. Third on the list is Miami Dade County––Florida’s most populous county––with 11 sponsorships, the Miami Dolphins, Miami Heat, and Miami Marlins among them.

Social media engagement in the Miami market totals more than 43M across over 14K posts. A co-branded post by Inter Miami FC and health solutions company Florida Blue, featuring superstar Lionel Messi, generated the most engagement in the market in the past year, garnering north of 1.2M interactions. The much-documented "Messi Effect" is virtually impossible to overestimate: the market’s top 10 most engaging posts over the same period all belong to Inter Miami––demonstrating his colossal impact on the team’s standing within the global soccer arena, and cementing Miami’s status as a world-class professional sports capital.

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The Arizona Coyotes have spurred a flurry of headlines in recent days as conversations stir with rumors of a pending relocation for the NHL franchise. Salt Lake City's sports tycoon, Ryan Smith, is poised to acquire the Coyotes, with speculation mounting that the owner of the Utah Jazz and MLS’ Real Salt Lake will bring the NHL team to SLC. This blockbuster move is not only exciting news for hockey fans but also presents a potential economic boon for Utah’s capital city, known for its tech scene—billionaire Smith co-founded the local cloud computing company Qualtrics—and vibrant sports culture.

Bob Lynch, our Founder & CEO noted that “the Arizona Coyotes’ move to Salt Lake City represents a prime opportunity for the NHL, as it’s an ideal market to support a pro hockey franchise. Should the Coyotes replicate the performance of the Utah Jazz and Real Salt Lake, the team could see a windfall of $110-175 million in incremental sponsorship revenue over the next five years, fueled by new sponsorship ventures with local brand partners and the sale of venue naming rights."

Local sponsorships play a critical role in pro sports teams’ successful integration into new markets. The Seattle Kraken's 2021 inaugural season—while an NHL expansion team and not a relocation—saw more than half of its sponsors hail from the Pacific Northwest; other local brands subsequently followed suit, including Amazon—naming rights partner for the team’s Climate Pledge Arena, which opened in October 2021—and the Muckleshoot Indian Tribe, which became the Kraken’s first-ever jersey patch partner last September. Meanwhile, the Las Vegas Raiders—formerly the Oakland Raiders until January 2020—saw 25% of their sponsors local to Sin City upon relocation to their adopted home, including MGM Resorts International and Allegiant Air, naming rights sponsor of the team’s Allegiant Stadium.

Expect the Coyotes to also tap into Salt Lake City’s robust network of local brands upon arrival. According to our data, prominent brands like Zions Bank, America First Credit Union, and office technology provider, the Les Olson Company—which currently have the most sponsorships in the market—are all top-tier candidates to join forces with the team. 

With the Coyotes' departure from Arizona, what will be a loss for local brands, will undoubtedly be a gain for SLC based brands. Phoenix Children’s Hospital and Blue Cross Blue Shield of Arizona are currently the team’s hospital and insurance partners, respectively. University of Utah Health, which currently sponsors nine properties in the SLC market, or Intermountain Healthcare, could further grow their partnership portfolios by inking a deal with the franchise. On the insurance side, WCF Insurance, which already has deals with seven rights holders including the Jazz, Utah Utes, and Real Salt Lake—three of the larger rights holders in the market—could take a commanding lead by partnering with the Coyotes post-move.

The Players Championship, which tees off Today at TPC Sawgrass in Jacksonville, Florida, is one of the most watched golf tournaments in the world, renowned for its challenging course and intense competition. As the world's best golfers battle for the coveted title and a $20M+ purse at the top-tier PGA Tour event this weekend, here’s a snapshot of sponsorship opportunities in this sunny Southern city.

Two local financial heavyweights––Community First Credit Union and VyStar Credit Union––lead the list of the market’s most active brands with 6 deals each, sponsoring the Jacksonville Jumbo Shrimp (MiLB), and the TaxSlayer Gator Bowl, respectively. Baptist Health Jacksonville, Bono's BBQ, CSX Corporation, and Publix tie for second place with 5 sponsorships apiece, and each has a partnership with the Jacksonville Jaguars.

Speaking of, the NFL franchise is the most active rights holder in the Jacksonville market, with more than 190 sponsorship deals––including Everbank, the team’s stadium naming rights partner, which counted nearly 25 sponsorship assets with the Jaguars last season. The Taxslayer Gator Bowl follows with over 115 sponsorships, including Bank of America, Chick-Fil-A, and Gatorade.

Indianapolis steps into the national spotlight this Friday as the host city for the NBA All-Star Weekend 2024, a hotly anticipated event that brings together the top talent from across the pro basketball world for a high-profile celebration of sport and community. As the 28th largest media market in the US, with a population of just under 3M, Indianapolis offers a vibrant backdrop for this basketball extravaganza: it’s hosted 450 national and international sporting events, a testament to its dedicated fan base and growing importance on the national sports scene.

Pepsi holds the most sponsorships in the market with 10 deals––though curiously, none are with Indy’s major pro sports teams. The beverage giant instead opts to partner with colleges and motorsports rights holders, including the iconic Indianapolis Motor Speedway and Lucas Oil Indianapolis Raceway Park. Local brands like the Hoosier Lottery and electric company AES Indiana––with 9 and 7 deals, respectively––both endorse the Indianapolis Colts and the Indiana Pacers, further highlighting the city’s diverse sponsorship ecosystem.

Among rights holders, the Colts lead with an impressive portfolio of more than 130 sponsorship deals––a notable 37% of which are with local brands. The total branded social engagement across the Indianapolis media market is nearly 8M, with the Colts and the Pacers collectively driving half of this engagement. This considerable digital footprint reflects both these teams’ strong market presence, and the outsize role sports play in the cultural and economic fabric of the city called the “Crossroads of America.”

The NASCAR Cup Series Championship will culminate in a thrilling weekend at Phoenix Raceway on November 4–5, as the final four championship drivers vie for the ultimate prize, following a long and grueling season. As NASCAR fans gear up for the high-octane action, let’s survey the sponsorship landscape in the Arizona city.

With 11 deals each, Coca-Cola and Arizona Public Services top the list of brands with the most sponsorship deals in Phoenix. The beverage behemoth’s local partners include the Arizona Cardinals and Phoenix Rising FC, while APS has partnered with teams like the Arizona Diamondbacks and Phoenix Suns. Closely trailing in third place with nine deals is the Casino Arizona Talking Stick Resort, which sponsors the VRBO Fiesta Bowl and the Guaranteed Rate Bowl, among other properties.

Arizona Diamondbacks leads rights holders with most partnerships in the Phoenix market, at more than 100 deals. The 2023 National League champions partner with BMW, GEICO, and Topps, among other top-tier brands. The Guaranteed Rate Bowl claims the second spot with a total of 87 partnerships. Played in Arizona since 1989, the college football bowl game has deals with boldface companies like Nike, Oakley, and Maestro Dobel Tequila. With 84 endorsements, the Phoenix Suns take third place on the podium. The high-profile NBA franchise boasts the three largest deals in Phoenix by number of assets, in partnership with PayPal, Verizon, and Gila River Resorts & Casinos.

The Phoenix market racked up more than 10M engagements across all social media in the last year. TikTok star Savanah Moss—who has three deals with CeraVe, Clash of Clans, and Paramount Pictures—is the most followed property, with 13.1M across all platforms. Moss’s TikTok post with CeraVe was the market’s most engaging post, at 260K interactions.

Major League Soccer’s top talents faced off against Premier League club Arsenal in last night’s MLS All-Star Game 2023—presented by Target since 2017—held at Audi Field in Washington DC. The high-profile English squad handily beat the stateside standouts 5-0, marking Arsenal’s second appearance—and victory—in the matchup, having won its first showing 2-1 in 2016.

In homage to the transatlantic contest’s host city, let’s take a closer look at the sponsorship market in our nation’s capital.

GEICO is the market’s most active brand with 16 deals, including partnerships with the Washington Capitals, Commanders, Nationals, and Wizards. Coca-Cola trails the insurance giant with 13 sponsorships, followed by Capital One with 12—naming rights to the Washington Capitals' home ice, the Capital One Arena, among them. Notably, Steamfitters 602, a local union with more than 5,000 members, is the only brand that sponsors all five of the city’s major pro sports franchises.

With nearly 160 partnerships, the Washington Capitals are the most active property in the DC market. Capital Pride Alliance, a nonprofit dedicated to serving the LGBTQ+ community, takes second place with more than 145 sponsorship deals. At the Washington Pride Parade in June, the organization partnered with the Washington Metro Area Transit Authority and the Washington Commanders, which both had floats at the event. The Washington Wizards land in third with over 140 deals. One memorable recent activation saw Flagship Car Wash do a game time “parachute drop,” which were attached to gifts for fans in attendance.  

Open opportunities abound in the Capital City. None of DC’s five major pro sports teams have a sponsor in the Construction & Architecture Firms category—presenting a prime opportunity for local brands like McKenzie Contracting to explore an inaugural major pro sports partnership. Red Bull also seems like another obvious contender, while the energy drink titan partners with the Milwaukee Bucks and the Colorado Rockies, no energy drink brand currently sponsors a major pro sports team in Washington. The Consumer Products category is another conspicuous absence, making Apple–which sponsors teams elsewhere in the US–a likely candidate to fill the void in DC.

The Wizards dominate the list of Washington’s rights holders on social media, with over 8.4M followers and 1.2M in total branded engagement. In the second spot with 5.1M followers, the Commanders also boast the most engaging post among DC properties: its Instagram post with the Maryland Lottery, which engaged 69K users. The Washington Capitals round out the top three, with 2.9M followers and total branded engagement of 1.5M.

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Summerfest—held annually in Milwaukee, Wisconsin—has earned the “World’s Largest Music Festival” title from the Guinness Book of World Records. And for good reason: the massive festival, which spans three consecutive weekends from June 22-July 8, features over 1,000 acts on 12 stages, as well as food, drinks, shopping, and activities for all ages. As the mega-event kicks off today, let’s take a look at the city’s current sponsorship market.

Given Milwaukee’s nickname as the “Brew City” thanks to its rich beer history, it’s no surprise that Miller Lite—a marquee tipple of the Miller Brewing Company, which has operated there since 1855—tops the list of brands with the most sponsorships in the market, at 11 deals. The Milwaukee-based Gruber Law Offices LLC ties with Pepsi for second place with nine partnerships, while American Family Insurance (Summerfest’s presenting sponsor), Jacob Leinenkugel Brewing Company, WE Energies, and Gatorade share the #3 spot with seven deals each.

MLB’s Milwaukee Brewers reign supreme among Milwaukee rights holders with 96 deals, U.S. Cellular and Toyota among them. The American Hockey League’s Milwaukee Admirals trails closely behind with 93 sponsorships, while 2021 NBA Champions, the Milwaukee Bucks, takes the 3rd spot with 78 deals, including BMO Harris Bank and Michelob Ultra. Open opportunities abound for brands to partner with both the Bucks and the Brewers: astonishingly, neither team has a current deal in the high-profile Beer (Import & Domestic), Car Manufacturers (Luxury), and Airline categories.  

On the social media front, the Milwaukee market boasts 4.7M in total engagement, of which 3.4M—a whopping 72%—belongs to the Milwaukee Bucks. Predictably, the Bucks also dominate social media among the city’s properties, clocking in with 11.6M followers. The 2021 NBA Champions’ Instagram post last October 22 with Potawatomi Hotel & Casino, highlighting Giannis Antetokounmpo as Player of the Game, generated 65K impressions, making it Milwaukee’s most engaging social post of the last 12 months.

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The 123rd US Open tees off today at the Los Angeles Country Club, where the world’s best golfers will hit the links in pursuit of the $17.5M purse–the largest of all four major championships. In honor of the storied annual tournament, let’s take a look at the dynamic sponsorship market in this glittering, high-octane West Coast city.

Pepsi and Toyota lead the list of brands with the most sponsorship deals in the City of Angels with over 25 each, followed by Michelob Ultra with more than 20 sponsorships. Adidas, Bud Light, Coca-Cola, Nike, UCLA Health, Verizon, and Yaamava Resort & Casino at San Manuel round out the top 10.

The USC Trojans take the top spot on the properties roster with more than 100 sponsorship deals, just ahead of the LA Angels and Natural Products Expo West, both with north of 90 sponsorships. Comprising the rest of the top 10 are the LA Chargers, Anaheim Ducks, LA Rams, LA Kings, LA FC, Cal State Fullerton Titans, and LA Dodgers, in that order.

With 56.9M total followers, the LA Lakers, arguably the city’s premier pro sports franchise, dominate social media among properties in the market, having generated 13.8M in branded engagement across all platforms this year. A co-branded Instagram post by Verizon and Coachella on April 15th scored the highest engagement on social media so far in 2023, at 1.3M.

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The major pro sports landscape in the U.S. is constantly evolving to adapt to the ever-changing demands of fans, athletes, and stakeholders. Most recently, the Oakland Athletics announced plans to head to Las Vegas, home of the Golden Knights NHL team since 2017; other young expansion teams include the Seattle Kraken (NHL), Charlotte FC (MLS), and St. Louis SC (MLS).

Known for its vibrant sports culture and enthusiastic fanbase, Orlando has set its sights on luring an MLB franchise by enticing team owners with its growing population, thriving tourism industry, and state-of-the-art sports facilities. Orlando’s prime location in the heart of Florida makes it easily accessible to fans from across the state and beyond, further enhancing its appeal.

Which brands might jump on the chance to partner with a new MLB team in the sunny city? Here’s our list:

Most Active Brands in Orlando:

1. AdventHealth
2. Orlando Utilities Commission
3. Pepsi
4. Orlando Health
5. Florida Blue
6. Bud Light
7. Coca-Cola
8. GEICO
9. Publix
10. Budweiser

Meanwhile, Connecticut hopes to woo an NHL team to the Constitution State, capitalizing on the Arizona Coyotes’ uncertain future. With the team facing relocation, Connecticut is promoting its rich hockey tradition, passionate fanbase, and a market hungry for professional hockey to entice the franchise. The state’s strategic East Coast location draws on a large population base, a strong foundation for building a dedicated fan following. With no current major pro sports team in Connecticut, local brands, including those on our list below, would likely jump on the opportunity to grow their national profile with an NHL team.

Most Active Brands in Hartford & New Haven, CT:

1. Hartford Healthcare
2. Dunkin’
3. Travelers
4. M&T Bank
5. Nike
6. Pepsi
7. Maritime Chevrolet
8. Liberty Bank
9. Avelo Airlines
10. AARP Connecticut

The Seattle Kraken’s inaugural 2021 season serves as a prime example that a team entering a new market could replicate. The franchise inked an impressive 71 sponsorships in its NHL debut,18 of which aimed to engage the local Seattle community–signaling the team’s commitment to cultivating its hometown fan base. The other 53 deals targeted a broader national audience, underscoring the Kraken’s ambition to establish a formidable presence on a countrywide scale.

Thirty-three sponsors were companies headquartered in the Seattle market, including 14 national brands–most notably Amazon, which inked a venue naming rights deal for the team’s home, christening it the Climate Pledge Arena in a nod to the urgent need for climate action.The high-profile partnership cemented the Kraken’s status as a force to be reckoned with in the NHL.

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The 2023 MLS season kicked off last Saturday (2/25) with big news: not only did the league just announce a $2.5B blockbuster broadcasting deal with Apple TV, but it’s also welcoming a new franchise–St. Louis City SC, which will face off against Austin FC in the team’s inaugural home match this Saturday. In honor of the city’s place in the pro sports spotlight this weekend, let’s take a closer look at the sponsorship landscape in the Gateway City.

St. Louis offers sponsorship opportunities across various avenues from 3 major pro sports teams (MLB, MLS, NHL), to colleges, marathons, and festivals (just to name a few). With 9 deals, Budweiser leads the list of brands actively buying sponsorships in Missouri’s 2nd-biggest city and the 26th largest market in the US by population. It comes at no surprise the AB brand leads STL in deals since the city is also the brand’s official HQ. In terms of traditional media (TV & radio only), midwest-based home improvement company Menards, leads the way with 13 deals, trailed by broadband connectivity giant Spectrum with 11. Brands active in the St. Louis market favor purchasing in-venue assets with the St. Louis Cardinals and St. Louis Blues.

Ahead of its first home match, St. Louis City partnered with Together Credit Union as the team’s Official Debit Card, SeatGeek as primary and secondary Ticketing Partner, and Nestlé Purina PetCare as Jersey Patch sponsor.

With a combined following of 7.1M, the Cardinals and Blues dominate the “Gateway to the West” social space. The Cardinals engaged 470K fans with more than 130 sponsorship deals during the 2022 season, followed closely by the Blues with 450K engagements and north of 115 partnerships this season. Notable social standouts in the St. Louis market include former Cardinals catcher Yadier Molina and pitcher Adam Wainwright.

While luxury car brands are active in the NHL–Lexus, for example, sponsors 13 league franchises–however the Blues currently lack a high-end auto partner, as do the Cardinals. Another semi-conspicuous absence in their respective endorsement portfolios: FinTech, a category where 33 brands have sponsorship deals with major pro sports teams, but not one in St. Louis. The Blues have a TV deal with 5-Hour Energy, one of 18 energy drink brands with a media or sponsorship deal in the big leagues. Time will tell if an official energy drink sponsor lies in the team’s future.

NBA All-Star Weekend kicks off tomorrow in Salt Lake City, marking the 30th anniversary of the last NBA All-Star Game played in Utah’s capital. Kia, a NBA partner since 2008, will be the game’s presenting sponsor.

The Salt Lake City market provides opportunities for brands to buy sponsorships across various different leagues. With 13 deals, Coca-Cola leads the list of brands actively buying sponsorships in Salt Lake City, the 24th largest market in the US by population.

In traditional media (TV & radio only), Ford Motor Company and Toyota claim the top spot with 7 deals each. Personal injury law firm Siegfried & Jensen earns the #2 spot with 6 partnerships, and Smith’s Food and Drug and Hyundai Motor tie for third place with 5.

With 9.2M followers, the NBA’s Utah Jazz presents a singular opportunity for brands eager to capitalize on the team’s social media clout. The NBA team has secured 65+ sponsorships this season, engaging 1M fans and growing its followers by 17% year over year. Other properties with notable social followings in the SLC market include KSL 5 Utah (News Sation), SpaceStation Gaming (Esports), and Real Salt Lake (MLS).

Kia is the official vehicle of the NBA Playoffs, NBA All-Star Game, NBA Finals, and the NBA Draft. The South Korean carmaker also serves as a presenting partner of TNT’s “Inside the NBA," and as the title partner for the Kia NBA monthly awards and end-of-season performance awards. Seven of Kia’s top 10 partners (ranked by total assets) are NBA properties.

All eyes will be on Salt Lake City Sunday evening, as the 2023 Kia NBA All-Star MVP is awarded the Kobe Bryant Trophy. Other titles up for grabs during the weekend include the AT&T Slam Dunk Champion, Starry 3-Point Contest Champion, Kia Skills Challenge Champion, Clorox Rising Stars MVP, Clorox Clutch Challenge Champion, and the Ruffles NBA All-Star Celebrity Game MVP.

Through its partnership with the NBA and its teams, Kia generated a social media engagement of 376K across 211 posts. The LA Clippers–who will be represented by eight-time All-Star Paul George–engaged 142K people with 70 Kia-sponsored posts. Overall, the NBA is responsible for 8% of Kia’s total social engagement. There’s no doubt millions of basketball fans will engage across social media during Salt Lake City’s star-studded NBA weekend.

With the NFL Draft in Las Vegas, Nevada throughout the weekend, many brands headquartered in the city have been actively buying sponsorship or media. With over 350 total deals in the top 10 alone, there are plenty of possibilities to connect with a brand headquartered in the city. SponsorUnited has compiled a list of the brands most active, which are they?

• Rockstar Energy Drink

• WynnBet

• MGM Resorts International

• Las Vegas Tourism

• Allegiant Air

• Universal Windows Direct

• Credit One Bank

• Resorts World Las Vegas

• Aria Resorts & Casino

• Caesars Entertainment

Rockstar Energy Drink leads the way with over 70 deals while each brand on the list has over 15. Although headquartered in Las Vegas, the brand seeks partnerships across the United States and even globally with deals in Canada as well as Germany.

Signing one of the largest deals of the group was Allegiant Air, securing Venue Naming Rights for the Las Vegas Raiders when their stadium opened. The stadium is now known as Allegiant Stadium. Along with Naming Rights the brand has over 25 sponsorship assets with the team including Club Naming Rights, App Presenting Sponsor, Entertainment Related Content among many more.